In a stimulating and novel approach, this book explains why
metaphors are persuasive, suggesting that they are ideologically
effective because they are cognitively plausible "and" evoke an
emotional response. "Critical Metaphor Analysis" is then developed
in a series of corpus-based studies in which analysis of
collocations provides insight into the cognitive motivation and
expressive connotation of metaphor. By unifying traditional and
cognitive semantic with pragmatic approaches, the reader becomes
aware of the importance of metaphor in persuasive language.
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